Tommy's - the baby charity: Why the little things are infinitely the most important

This case demonstrates how effective creative work helped a little-known baby charity, Tommy's, take its first steps towards breaking through the nearly impenetrable glass ceiling that exists in the charity 'marketplace'. The creative work is shown to have made significant contributions not only to raising awareness and funds amongst its consumer target audience, but also to have been instrumental in raising an astonishing £1.1m of donated media money, without which the project would have been doomed to failure.